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ChatGPT Ads: Negative Phrases, measurement partners
Visual ads start testing later in October. The measurement integrations are available now.
Jerry Quin1 min read1 source
Illustration: The Keywordless.
The short answer
What changed
ChatGPT Ads now has Negative Phrases, a placement control, plus measurement partners for conversion data and attribution and early incrementality tests. A visual ad format that runs during image generation starts testing later in October.
Who has it
Negative Phrases is available now to qualifying advertisers, though OpenAI hasn't said what qualifying means. The measurement integrations are available now. The visual test is US only, with an initial group of advertisers, and shows to people on the Free and Go plans.
What I'd do this week
If you already use one of the named attribution or data partners, connect it before you judge the channel on pixel data alone. Check your account or ask your rep whether you qualify for Negative Phrases.
The facts
Before and after
Available now
Negative Phrases, for qualifying advertisers with brand-specific placement rules. Measurement integrations with the partners OpenAI named.
Later in October
A visual ad test during image generation, for people on the Free and Go plans, in the US, with an initial group of advertisers.
OpenAI's Oct 5 post does not describe the product as it stood before this update.
Proof
For narrow placement requirements specific to a brand's own policies, Negative Phrases are now available to qualifying advertisers.
Timeline
- Measurement partners
- Negative Phrases
- UpcomingVisual ad test, later in October
The partner list is long
For conversion data, OpenAI named Hightouch, Tealium and LiveRamp. For attribution, it named AppsFlyer, Triple Whale, Adjust, DV Rockerbox, Northbeam, Branch, Singular, Kochava, Airbridge and Tenjin. For full-funnel measurement, it named Fospha, Measured and INCRMNTAL. OpenAI is exploring geo-based incrementality tests with Haus, Measured and WorkMagic, which it calls "still in its early stages."
The early numbers come from vendors
DV Rockerbox reported one advertiser's attributed CPA at 15.3% below its blended paid-search benchmark. Triple Whale said 93% of another brand's ChatGPT Ads visitors were new. WorkMagic reported statistically significant lift for a wellness brand. OpenAI gives no spend, dates or sample sizes for any of them, so I read them as one advertiser each.
Brand safety is still a pilot
OpenAI is building brand suitability pilots with DoubleVerify and Integral Ad Science. It hasn't said when they start or whether the results will be published.
Jerry Quin
Jerry Quin is the pen name of a paid media practitioner who has managed Google Ads accounts at an agency for 10 years. He writes about Google Ads, Microsoft Ads, ChatGPT Ads, and the rest of paid media and digital marketing, from what's rolling out to what he'd actually do about it.